postgraduate programmes mk364 marketing communications & international advertising introduction...
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Postgraduate Programmes
MK364 MARKETING COMMUNICATIONS & INTERNATIONAL ADVERTISING
Introduction to the module
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LECTURE OBJECTIVES To introduce the module, the teaching
team, assessment process, core texts and learning resources
To consider the role of Marketing Communications & International Advertising in the broader context of marketing and business strategy and decision making
To introduce the key academic themes of the module
Postgraduate Programmes
MODULE TUTORPAUL COPLEY
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TEACHING & LEARNING
Pattern of delivery: Semester long delivery Weekly lecture 8 seminars per semester i.e. about
once every other week, 8 in total
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TEACHING & LEARNING Tutor directed study:
Weekly lecture handouts provided Seminar materials provided Weekly reading references given from
core textbooks Weekly directed study given: a mix of
additional reading and/or exercises plus work towards assessment (research and discussion)
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ASSESSMENT
Formative work based on group work and research plus academic study
Full briefing given at beginning Summative assessment via paper to
be handed out week one and in end of week 9 i.e. 60% assignment plus 40% 1 hour closed book exam in exam period
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TEACHING & LEARNING RESOURCES Lecture handouts and
Powerpoint/video Seminar materials Core texts Reading lists Directed study Blackboard
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CORE TEXTBOOK FOR MODULE
You will need at least one text for International Advertising and one for marketing communications. Some alternatives are given in the reading list within the TLP but main recommended texts are:
International Advertising, Compiled by Paul Copley, Pearson Customised Text
International Advertising, J P Jones (Ed.) 2000 Marketing Communications Management, Paul
Copley (2004)
WellRead Bookshop (0191 227 3400) will do a deal for both Copley Texts)
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TUTOR EXPECTATIONS 1 Attendance at timetabled sessions Preparing in advance for seminars Engaging in discussion in seminars Participating in (formative) group
based activities Keeping up to date with reading Completing directed study
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TUTOR EXPECTATIONS 2 Conducting your own reading and
research using University facilities Addressing problems and queries
when they occur Contact via email preferred
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Introduction to IA Background + SIX THEMES
1. Marketing management and branding2. Communication as culture3. Creative appeals, strategy and execution4. Media worldwide5. Managing IA6. Laws, codes, rules, regulations,
constriants…
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Introduction to Marketing Communications Four themes:
1. Analysis - environment & contexts2. Planning – creativity, creative & media
strategy 3. Implementation – putting it into practice4. Control – research, evaluation, testing
Postgraduate Programmes
ANY QUESTIONS?